Gala Casinos

The Red Brick Road & Ruby

THE TEAM

Matt Davis, Richard Megson, David Miller, Ben Mitchell, Emma Holland, James Hidden, Dave Glenn, Karrie Fransman, Oliver Meech.
Other contributors: FoskettMassey – Events and MediaVest.

WHAT IS WONDERFUL ABOUT THIS WORK?

Gala Casinos needed a marketing step-change to boost new memberships: people found casinos intimidating and unappealing. We went on the road with The Magic Bus: the campaign was unique to the sector and generated over 5,300 new members.

OBJECTIVES

To acquire new members throughout the UK by demonstrating that Gala Casinos were a fun place to spend a night out. To recruit the right type of member: those who would come back regularly and continue to spend money on gaming, food and drink in the casinos.

STRATEGY AND TARGETING

Deregulation of the gambling industry had led to pressure on market share. Gala needed new members from the fun-loving 25–35 demographic. However, research showed this audience is intimidated by casinos: they don't know how to play and are scared of looking stupid, along with unapproachable exteriors and perceptions of hard gambling being a financial drain. We needed to show that a Gala Casino was fun and non-intimidating, something that advertising alone would struggle to achieve.